Kantar: Radio Ad Spending Up For Local, Down For National
December 16, 2013 at 1:08 PM (PT)
KANTAR MEDIA's latest analysis of advertising expenditures showed radio with "mixed results" for third quarter, with local sales up 0.4% but national spot radio off 8.5% and network radio down 23.7%, although the latter can partly be explained by KANTAR monitoring less radio programming.
Total advertising expenditures for the quarter fell 1.9% to $34 billion. For the year to date, spending was up 0.7% to $102.5 billion. TV took a hit from not having the OLYMPICS this year, with network off 17.9%, spot TV down 15%, and other segments, like cable and Spanish-language TV, showing "healthy gains." Internet display ads were up 14.5%, while magazines showed overall increases of 5.5% but ad pages up just 0.3% and some other categories falling. Newspapers were down across the board, with local expenditures off 3.2% and national down 6.4%.
Chief Research Officer JON SWALLEN said, "Comparisons against Q3 of 2012 are skewed by last year's record-breaking Summer Olympic and political campaign ad spending, which artificially boosted the market. Remove that incremental money from the year-ago base and spending in Q3 2013 was up 2.5 to 3.0 percent. This is more indicative of how the ad market is currently performing."